Don’t Mess This Up..
Read Time: 4 minutes
Recently a new client of mine got their website redone. They are an e-commerce brand.
As with any website redesign, they were very excited for the launch of their new website and the increased conversions that they were going to get!
As they should be because this client spent well into the mult-five figures to get their website redone by another agency.
Time came for the launch and with fingers crossed they launched their new site.
But, instead of an increase in conversions, they saw a 35% decrease in conversions on their new website.
Now 35% is bad in itself, but when you are talking thousands of dollars a day in sales, 35% decrease in conversions can crush a business. Not cool bro, not cool.
Unfortunately I see this type of situation all too often. Multi times a week to be honest. Agencies charging clients thousands of dollars and providing little to no results, only to move on and do it again to some other client.
Let’s dive into what caused them to drop 35% in conversion and how to fix it so you can implement these changes on your website.
And for those of you wondering, yes I’m going to help that client get their issue fixed.
Why This is Important
Now there was A LOT that this agency missed. Sure visually their new website looked kind of cool, but they missed so much when it came to conversions that I could probably write 4-5 newsletters on this.
(In case you couldn’t tell I get pretty heated when an agency screws over a client)
But I’m not going to do that, instead I want to focus on the 3 biggest issues when it came to this particular website.
Crush Your CTA (Call to Action)
One of the biggest things that I see a lot of people mess up on their website is the use of colors (and this agency was no exception.)
Let’s take a look at the “Add to Cart” button on their website.
Notice any difference between the “Add to Cart” button and the “Sold Out” button?
Yea me neither…
Besides the fact that they look the same there is also another massive red flag here. The color itself.
(Still can’t believe that agency thought that color was a good idea….)
Color plays a massive role in the physiology of people’s emotions and actions.
There’s a reason Amazon’s “Buy Now” and “Add to Cart” buttons are a bright yellow and orange.
It’s because it catches your attention and you clearly know what the next steps are.
Also here’s a quick hack to use on your website.
Amazon has over 310 million active users on their website. Which means 310 million users have seen those colors and know that it means “checkout”. Chances are the people coming to your website have used Amazon before.
Amazon has already trained the majority of people to click that color to checkout. There is no reason to reinvent the wheel. If you have a Call to Action on your website make it that yellow or orange.
I can guarantee you’ll see a higher conversion.
Another huge mess up that this agency did was make the user flow super difficult.
What is User Flow? I’m glad you asked. User Flow is how easily a customer can land on your site and convert to a sale. Nothing confusing happening in their journey.
To give you an example, this agency placed the client’s top 3 selling products on the second page of the “All Products” page.
That doesn’t sound like it’s too easy for a new customer to find their best-selling products now does it?
This type of thing happens all of the time.
If you haven’t yet you should go through your website and act like you are a new customer to see how easy it is for you to find the product you are looking for and checkout.
Then make any changes accordingly.
Breaking Down the Product
When someone new comes to your website and doesn’t know anything about your product or service you need to easily and clearly explain the product.
This was a huge miss for this agency. Their product page showed some images of the products and some “cool” icons explaining what the product features were but from a cold customer’s perspective, it didn’t make sense.
Check out this product from Patagonia. Besides the fact that if you don’t have a Synchilla you’re missing out, they do a great job of showcasing the product.
– Multiple images of models wearing different sizes and stating what the sizes are on the model.
– Videos showing a model moving with it on
– Easy to read descriptions
– A breakdown of what material they use
This is just apparel, which most people already know how it functions.
If you have a specific type of product you’re going to need to do a lot more explaining of the features.
New customers want to know what they are getting. So go above and beyond with the explanation of features and make it super clear.
You need to look at your website as someone who has no idea about your product or service.
Most of the time it can be very difficult as business owners to do that because our heads are in our product or service all of the time.
But your new customers are going to be looking at your website in a different lens. So it’s imperative to do the same and ultimately it will increase your conversions.
Want me to redesign your website (the right way?) Reach out to me on my website here.
1. Hire good agencies
2. CTA should be yellow or orange
3. Have easy user flow on your website.
4. Look at your website as someone that has never seen it before